Would you like to know if your content for Instagram stories is working? Wondering how Instagram Stories Insights will make sense?
You will discover 4 top Ben Givon’s metrics in this article that show what content piqued the attention of users, where attention might have fallen off, and whether people are taking action and engaging with your posts.
1.Find out how many people are watching your Instagram story
The completion rate metric will give you an understanding of how the content of your Instagram stories is engaging. A high completion rate means that people take the time to watch or tap every slide (a single picture or video shared on your story) before they hit the end. This will help you decide whether you are posting too many slides for your audience, or the right kind of material.
To measure the statistic, divide the last Instagram story slide ‘s total number of viewers by the number of people who saw the first slide.
reach of last slide / reach of first slide = completion rate
TIP: Upload a complete series on once
Batch-upload all of the slides in a sequence when posting to Instagram Posts, instead of uploading them separately during the day. You can more accurately assess the completion rate by uploading them into one section and evaluate how the series worked from beginning to end.
Do some checking to see how many slides of Instagram story are a good number for your content and public. In general, the shorter the material to be consumed, the higher the finishing volume.
Start exchanging 3–5 slides to see what resonates in a story line. Note that you want viewers to see long lines or dashes at the top of the screen, instead of circles, indicating the amount of content to be consumed.
2.Know how many people drop out after the first story slip in Instagram
Your Instagram story’s first slide needs to catch the attention of your viewers so they keep watching. Measuring the drop-off rate after the first slide can tell you how many people dropped out of your sequence after seeing the first slide.
Take the number of users reached on the first slide, and subtract the reach from the second slide to measure this metric. Divide the amount then by the first slide ‘s length.
(reach of first slide – reach of second slide) / reach of first slide = drop-off rate after the first slide
3.Know how many people drop your Instagram story in the middle
You may want to calculate the number of people in your Instagram story sequence who tapped out somewhere between the first and last slide. This drop-off rate helps you to know which percentage of people were leaving your Instagram story before they hit the end.
Take the number of people reached on the first slide, and subtract the number of people reached on the last slide to measure this metric. Divide then by the number of people on the first slide reached.
(reach of first slide – reach of last slide) / reach of first slide = drop-off rate
TIP: Mix Your Visuals and Text to Keep Viewers Engaged
To keep your viewers focused, combine your Instagram story material with videos and photos. Incorporate animated text, stickers and polls to promote participation in your story series too.
4.Discover how many people leave your Instagram story
Measuring the exit rate for the Instagram post lets you determine how many people have left the post. An escape happens when a person swipes the Instagram story slide down or taps the X in the upper-right corner of the slide to close the feed for Stories.
Such quick taps are a very deliberate action that users hold this measure so closely to heart. Also note that, for another reason, this might mean the person wanted to leave Instagram.
Story exits are bound to occur but if you analyze your Instagram story collection, you will start recognizing which stories have a higher-than – average exit number. Can you know something from that? In the future you might be able to use a different strategy.
Using the number of exits on a slide to measure this metric, and divide it by the number of impressions.
number of exits / number of impressions = exit rate
TIP: Identify what works in content and what scares users away
In the first and last slide of your Instagram story sequence, you might note your exits happen. You may be able to tweak the first slide to better entice users to continue watching. To help improve your copywriting, visual aesthetics and communication (with question and survey stickers, animated video or text, and other optimizations), evaluate your exits.
Do you have a call to action (CTA) on your last slide? People may not have been involved in taking action, and went on. In this scenario, you could play with your CTAs by putting them instead of the last slide in the middle of your story sequence. See if you had a CTA, too much text on the slide, or any graphics that could have put people off while evaluating the exit levels. To be continued How to track stories performance on Instagram? 2 advanced metrics and tips by Ben Givon part 2